T.J. Goertz, a 2009 graduate in our Public Relations – Corporate Communications program, has worked ten years at the Ontario Public School Boards’ Association, most recently as the Senior Communications and Policy Officer, and has years of PR and journalism experience behind him.
Before arriving at Centennial, T.J. graduated with a bachelor’s degree in Journalism from Carleton University and was involved in community newspapers in Niagara for around a year before working overseas. He explains that on his return, he went back into editing and reporting for a Fort Erie newspaper, but he and his partner realized shortly after that they both wanted to move to Toronto and return to school. “Journalism was already having trouble in those days - the hours were long, the driving around was incessant, and the pay was not great. I started looking around at options and found that I would be a good fit for a corporate communications or public relations role,” he says.
T.J. explains that he chose Centennial for two reasons. “I loved the depth and breadth of the program's descriptions, and the location was perfect for student living at the time. I was impressed with the great atmosphere at the Story Arts Centre and the solid instructors, and had a feeling this career change would work out well for me in the end.”
Looking back, he shares that he enjoyed the program's media relations, social media and communications planning aspects. He adds, “The Centennial PR program sets you up perfectly for a career in communications, especially if you're coming from journalism and have the writing skills already. From project management to graphic design and event planning, I never felt out of place in my placement at the City of Richmond Hill or my first full-time communications job at the Toronto District School Board.”
As for the key lessons from the program that still stand out and that he uses in his career today, T.J. shares:
- Don't be afraid to ask questions of sources, coworkers or stakeholders. You need to know what the expectations are to be able to craft your message properly.
- To help a journalist, put yourself in their shoes and figure out what they need to create an excellent story. If your organization is a good fit with the story, do whatever you can to get your spokesperson into it.
- Make sure your social media posts are interesting, timely, and relevant. That advice is nearly 14 years old, but it stands the test of time!
LIFE AFTER GRADUATION
After graduating from the PR program, T.J. held several PR and corporate communications jobs. He explains that he first took on a part-time role as a communications assistant, assisting with the H1N1 crisis response and some media relations. Shortly after, he moved to a full-time role at the Toronto District School Board, where he coordinated their new social media strategy.
“It was a big change jumping into an organization of nearly 40,000 staff, but it was an exciting role that involved me helping plan events for the Director of Education, holding the Olympic Flame, and organizing school visits from political leaders such as former Premier Dalton McGuinty and former Governor General David Johnston,” he shares.
From there, T.J. took on his role at the Ontario Public School Boards' Association in 2012, advocating for public education at the provincial level on behalf of English public school boards. He adds, “I'm still here ten years later and love the work and cause. My partner is a teacher, so we are very involved in the public education community and truly believe in it as a societal benefit for all students, families and communities.”
He takes on various responsibilities in his role, especially since his team has less than 20 staff members. He explains that the day typically begins with a review of their social accounts, followed by a media monitoring report that he shares with every English public school board in the province, which includes trustees and staff. While every day can look different, T.J. generally responds to any acute issues that arise from school boards and government legislation, plans professional development events for school trustees, copy edits, writes, designs policy submissions, works on web and social content, and more.
WHERE THE PR INDUSTRY IS HEADING
Working in this industry for many years, T.J. has picked up on several trends and themes that can help predict where the industry is heading. He shares.
From where I stand in school/public education communications, I'm starting to see pushback on the idea that large organizations must be available at all times to respond to social media requests and keep comments open. Social media and online use are changing so rapidly that organizations and the people within them can sometimes struggle to keep up - so you, a new graduate, will be critical in bringing a new perspective to this area when you're hired.
Online nastiness has reached new heights in the last few years, so organizations need strong content response and moderation policies. I truly believe we may have already reached the nadir in this area, though. I am hopeful we'll come out the other side of the current dark time with a better understanding of how to use social/digital communications for good.
The other pieces are video and podcasting - new professionals should ensure they've got at least moderate video editing and filming skills as well as the ability to record, edit, post, and promote podcasts. These are quickly becoming important tools in the box for all communicators.”
ADVICE FOR THOSE ENTERING THE PR INDUSTRY
As for advice for those beginning their professional journey within the PR industry, T.J. shares, “It's cliché but network, network, network, especially when you're just starting. Finding out about job openings through your colleagues, friends, and acquaintances is critical. Be open to change - your skills are and will be transferrable from one industry to another. Finally, I'd recommend giving the public sector a chance - the work/life balance is (usually) excellent, and you often go home at the end of a long day feeling like you've made a positive difference in the world.”
Congratulations, T.J., on your career so far. Your dedication to the industry is evident, and your insight is greatly appreciated.
Article by: Alexandra Few
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